They may be aware but don't understand your advertising. This is not about doing more advertising. In fact more of the same will do little for you. You need to tweak or change your advertising, as they don't get it. The benefit (rational or emotional) may be hidden or badly explained.

They don't care. In this situation, they are aware and they understand, but couldn't care less. There can be lots of reasons here - wrong audience, wrong insight, wrong product, wrong timing, no clear reason to buy, no differentiation. Your job here is to find out what will make them care. Whatever the problem is, one thing you know is that doing more advertising here won't help you much.

Hello. You'll find stuff on the work I've done, things I like / find interesting. I used to blog here. I don't these days but there might be the odd nugget hidden away in previous posts. Contact me at: pdervan@gmail.com